When creating a website for your business there are two main things you want to accomplish. First you want the website to be something that would drive a potential customers to your business and second you want it to appear at the top of Google.
Unfortunately many of the companies out there only do one or the other so if you are going to pay for someone to do it make sure they can get a full result.
If you are going to do it yourself you first need to find out what are your potential customers searching for, what do they want solved. You can then design a website that.
Remember you are trying to get patients in the door not competitors. Don’t use technical terms that no customer would ever be looking for, call a back pain a “back pain”.